Flemington, NJ, March 8, 2010 – A new media study among 407 viewers of ads that were sponsored ABC and Cablevision regarding their programming dispute revealed that viewers were more likely to switch service providers after viewing a commercial from ABC, especially among viewers using Cablevision.
The study was conducted during March 5-7 by HCD Research using its MediaCurves.com® website to obtain viewers’ perceptions of the dispute between Disney’s ABC channel and the Cablevision television provider in which ABC refused to show programming until Cablevision paid them additional money. To view detailed results go to: www.mediacurves.com.
After viewing the video, favorability for the Cablevision company decreased from an average of 4.5 to an average of 3.8. In addition, 41% of viewers reported having a less favorable perception of Cablevision after watching the video. However, the majority of viewers, 57% also reported that it was fair for Cablevision to refuse to pay additional money to ABC.
Among the findings:
How likely are you to switch your television provider in the next year?
|
|
Cablevision Subscribers Before ABC Video |
Cablevision Subscribers After ABC Video
|
Non-Cablevision Subscribers Before ABC Video
|
Non-Cablevision Subscribers After ABC Video
|
|
Extremely likely |
12% |
15% |
5% |
7% |
|
Somewhat likely |
30% |
38% |
20% |
25% |
|
Somewhat unlikely |
30% |
30% |
31% |
27% |
|
Extremely unlikely |
30% |
17% |
43% |
41% |
Please indicate how favorable you are of the Cablevision company using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”
|
|
Mean |
|
Before ABC Video |
4.5 |
|
After ABC Video |
3.8 |
Has this commercial changed your perception of Cablevision?
|
|
Total |
|
Yes, my perception is more favorable |
12% |
|
Yes, my perception is less favorable |
41% |
|
No change in perception |
47% |
Please select the response that best describes your feelings towards the ABC/Cablevision dispute.
|
|
Total |
|
It is fair for the cable company (Cablevision) to refuse to pay what the network (ABC) is asking |
57% |
|
It is not fair for the cable company (Cablevision) to refuse to pay what the network (ABC) is asking |
43% |
While viewing the video, participants indicated their perceived levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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